IKEA tried to change people's perception of the Japanese home "From the place to sleep to a home to enjoy" using IKEA's homefurnishing ideas. In order to make Japanese people experience IKEA's ideas for home furnishing, IKEA created 'Home Furnishing Liner' which was furnished with IKEA textiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles.

The train is a symbolic line connecting from the centre of Kobe-city to the IKEA Portisland store, that represents the campaign theme, "From the place to sleep to a home to enjoy."

TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM.Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers.